In this part, we look at how to motivate the news media to
use your stories. We will review the duties of editors and
producers, the characteristics of different news media, and the
ways in which your organization can increase the chances of
gaining visibility. We will see how to create news media interest
in your story, not only through the information contained in your
release, but also through contact with the editors. We will try
to create a better understanding of the
editors' side of the public relations channel
with some insight into the little things—and
the big things—that editors look for.